I’ve followed the American Customer Satisfaction Institute (ACSI) results since I started Beyond Philosophy in 2002. Guess what? It’s at an all-time low for the last 17 years. When you consider all the resources organizations and individuals have put into customer experience and the voice of the customer, I wonder… was it worth it?
We asked Forrest Morgeson, assistant professor of marketing at the Broad College of Business at Michigan State University and the director of research at the Customer Satisfaction Institute at Michigan, to discuss it with us on the podcast. His research focuses on customer satisfaction, customer experience, measurement, and management. So, I wanted to share his insight here with you, too.
These days, you might want to blame the results on COVID. However, Morgeson says this downward trend happened way before COVID, although the pandemic did not help matters.